NBA gets rare access to MLK's 'I Have a Dream' speech

A new TV spot created by Translation marks only the third time the civil rights leader's estate has allowed an ad to use this audio clip

This Monday, Jan. 19, is Martin Luther King Day in the US. To celebrate it, the National Basketball Association recruited agency Translation to create a TV spot that will air during its games.

The ad shows a montage of progressive breakthrough moments in NBA history from the 1950 signing of Chuck Cooper, the league’s first African-American player, to the high-profile 2013 coming out of Jason Collins, its first openly gay player. All of this is shown with audio from Martin Luther King, Jr.'s iconic speech "I Have a Dream."

The ad is only the third time that the Estate of Martin Luther King, Jr., has granted commercial access to the audio from the civil rights leader's historic speech.

Campaign credits

Client: NBA
Agency: Translation
CEO: Steve Stoute
Chief Creative Officer: John Norman
Chief Strategy Officer: John Greene
Executive Creative Director: Betsy Decker
Art Director: Matt Comer
Copywriters: Andy Ferguson, Betsy Decker
Director of Content Production/EP: Miriam Franklin
Associate Producer: Philinese Kirkwood
Account team: Tim Van Hoof, Chris Martin
Head of Brand Strategy: Tim Flood
Strategist: Lindsey Neeld
Project Manager: Matt DeSimone
Editorial Company: Cut & Run
Editor: Dayn Williams
Assistant Editor: Adam Bazadona
Post Executive Producer: Rana Martin
Post Producer: Jean Lane
Visual Effects: Sibling Rivalry
Creative Director: Matt Tragesser
Animator/Compositor: Gabe Darling
Executive Producer: Maggie Meade
Head of Production: Joanna Fillie
Post Producer: Tracey McDonough
Telecine/Conform: Company Three/Method
Colorist: Rob Sciarratta
Flame Artist: Carmen Maxcy
Audio Post: Heard City
Mixers: Phil Loeb, Evan Mangiameli
Executive Producer: Gloria Pitagorsky
Music: Trackmasters

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


The latest work, news, advice, comment and analysis, sent to you every day

register free